ASYMMETRIC AFFECTIVE EVALUATION OF WORDS AND FACES

In two experiments the relationship between direct and indirect forms of affective evaluation was investigated within the framework of a dua l-pathway model (LeDoux, 1986, 1989). Emotionally valenced faces were hypothesized to be more directly evaluated affectively than valenced w ords. A Stroop-like asymmetry was expected, with faces interfering mor e with word evaluation than vice versa. Similar to experiments investi gating affective influences of words on words (Greenwald, Klinger & Li u, 1989), a backward dichoptic pattern-masking technique was used in b oth experiments, with lateralized presentations of targets and masked primes in a short and a long presentation condition. In Expt 1, primin g of emotionally negative, neutral and positive faces on the affective evaluation of emotionally negative, neutral and positive words was in vestigated in a two-alternative forced-choice task. In Expt 2, primes and targets were reversed. A clear asymmetry occurred in both sublimin al and supraliminal conditions, but completely opposite to the one exp ected. Implications for a dual-pathway model are discussed.